ukactive Awards
Working for
ukactive
Industry
Leisure and Fitness
My Role:
Visual Identity
Brand Identity
Collateral Design
Art Direction
Video Editing
Photography:
Simon Jones - Provision Photography LTD
THE CONCEPT
The ukactive Awards is the UK's largest awards ceremony for the health and fitness sector, celebrating both the industry and the people who power it. Hosted annually by ukactive, this black-tie event brings together around 1,000 attendees from across the UK. Held in impressive venues, the ceremony features large-scale production and is hosted by renowned athletes, comedians, and sector ambassadors.
THE CHALLENGE
I was tasked with refreshing the ukactive Awards brand to make it more vibrant and adaptable across various assets and formats, highlighting the awards' significance while preserving core elements of the original branding. This approach aimed to reinforce the event’s status as a flagship in the sector’s calendar. I was then asked to produce all collateral, including social media assets, videos, and digital and print branding for the venue, all using the new visual identity.
THE SOLUTION
While retaining the existing logo, I centered the new visual identity around the distinctive shape of the ukactive Awards trophy. The sharp angles of the trophy evoke a sense of movement, capturing the dynamic nature of physical activity and adding an element of excitement. I used the trophy as a key icon and incorporated outlined versions to create scalable patterns across various assets, helping to unify the brand identity. This focus on the trophy elevates the award's significance, establishing it as an iconic symbol within the industry over time. I updated the colour scheme to purple and orange, choosing purple which represents elegance, prestige and inspiration, with orange accents to maintain a strong connection to the core ukactive brand.